This post is part of DoubleClick's Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Recently, at the National Association for Broadcasters (NAB) Show in Las Vegas, we released the fourth installment of our Evolution of TVseries where we explore the impact of the cloud on TV's transformation. The premise of this new whitepaper is that everything we know about TV delivery and viewing is about to change.

Everything from the way we watch TV to how it's distributed is changing. The delivery and production of the TV content we're viewing—and sometimes binge-watching on so many screens—is on the cusp of industry-wide innovation as TV delivery shifts from over the air, satellite, or cable to the internet. To support TV programming over the internet, those responsible for delivering the content—the programmers and distributors—are beginning to migrate their operations to a more flexible, agile environment: the cloud

In this new whitepaper we explore a few of the cloud migrations happening in specific areas of the TV business like:

Subscription services

Transcoding and encoding

Broadcast automation

Stream packaging

Signal distribution between partners

Signal acquisition between partners

Storage and archiving

In short, migrating TV to the cloud not only affords programmers and distributors cost savings and efficiency but also enables innovation that could change TV as we know it today into a far more dynamic, personalized, and addressable medium.

Download the PDFto get the entire scoop on how parallel transformations in other industries show us that the cloud will encourage innovation and necessitate agility for programmers and distributors, as well as create a vastly different viewing experience for users.